Quality Link building for SEO Growth

Company

🏦 Santander

Skill Area

🌐 Organic and Paid TrafficB2B lead generation

Tool Stack

Screaming FrogSurferSEOSEMRush

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Overview

🔍 Context	Led link-building initiatives for Santander Consumer Finance across Netherlands and Belgium markets in financing niche, making use of various existing opportunities as well as exploring new ones
🚀 Key Objective	Drive SEO rankings through high-quality backlinks to support lead generation goals, improve rankings of ‘low-hanging fruit’ keywords, achieve page 1 rankings for target keywords proven to achieve ROI via paid
💡 Approach	Leveraged PR campaigns, media outreach, and existing partnerships to drive link-building through earned media, capitalizing on product updates and other relevant opportunities to improve SEO rankings.

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Identified opportunities: Identified link-building opportunities tied to product updates, market expansions, and newsworthy developments, collaborating across multiple teams to discover and make the most of available opportunities within the business’ different areas
Partner Outreach: Used crawlers to regularly monitor retail channel network’s site mentions that lacked a hyperlinked backlink, and performed outreach campaigns in assistance with the team responsible for those accounts
Content Assets: Developed linkable assets like embeddable widgets, specialized content pages and other valuable resources for partners to enhance link volume, quality, and relevance (targeting financing pages), to maximize the value on asset creation by finding multiple business cases out of those asset creation investments

Linkable asset for retail partner - calculator

Linkable asset for partner - co-branded landing page

Example Publication; High Quality Backlink (result of new product launch PR)

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Publication Reach: Secured backlinks from high domain authority publications and partner websites, in relevant verticals

Topic	Publication link	Type
Personal loans for self-employed individuals	https://www.baaz.nl/persoonlijke-lening-voor-zzpers-beschikbaar	Product update
Green loan product launch	https://www.solar365.nl/nieuws/santander-consumer-finance-wil-zijn-duurzame-portfolio-versterken-met-groen-lenen-64a9adad.html	New product
General	https://www.lening.nl/kredietverstrekkers/rente-leningen-santander/	Partnership
General	https://www.geld.nl/lenen/kredietverstrekkers/santander	Partnership

SERP rankings: Improved organic search rankings for top target keywords from average position 7.3 to 2.5 after a period of 3-4 months, and then maintained it
Increased organic traffic: Led to a ~250% increase of organic traffic

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